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EMAIL and SOCIAL Better together The number of brands promoting or displaying social networks in their email has grown over the past few years. The value of these emails presents itself in different ways depending on the network. We’ve taken a closer look at emails promoting these networks. Since 2010, the number of brands using email subject lines to encourage customers to like or follow has grown about 70% for each site. Facebook Twitter YouTube Pinterest 2010 2012 TOP SOCIAL NETWORKS DISPLAYED OR PROMOTED IN EMAIL GROWTH NUMBERS Social-promotion emails vs. other promotion emails Like Us On Facebook Follow Me On UNIQUE OPEN RATES UNIQUE CLICK RATES -20.0% -10.0% 0.0% 10.0% 20.0% 30.0% 0.0% 4.0% 8.0% 12.0% 16.0% UNIQUE OPEN VARIANCE UNIQUE CLICK VARIANCE 1.5% 12.7% 1.9% 2.3% 2.6% 14.0% 14.1% 9.5% 11.1% -17.5% 0.7% 24.7% The variance between ‘like us’ emails and other mailings varies by social media type. Pinterest creates buzz Open and click rates are higher for emails promoting Pinterest than those for Facebook & Twitter. FACEBOOK BOOSTS A BRAND’S SITE TRAFFIC EYES ON TWITTER Unique open rates for Twitter ‘Follow us’ mailings are 9.5% higher than those for their other mailings NEW KID ON THE BLOCK Mailings promoting Pinterest are generating open rates 11% higher than other mailings, and unique click rates almost 25% higher 97 % 91 % 45 % 32 % NUMBER OF EMAILS NUMBER OF EMAILS COMPARING OPEN AND CLICK RATES OF SOCIAL-PROMOTION EMAILS 60% of brands that sent emails with “Facebook” in the subject line averaged a 27% increase in traffic to their website from Facebook the week following deployment. 60 15 100 28 For more information, visit experian.com/marketingservices © 2012 Experian Information Solutions, Inc. All rights reserved. Experian and the Experian marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the property of their respective owners.
